Classic Designer

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Classic Designer: Tips for writing Predictive Content variants

Introduction

The Classic Designer in ActiveCampaign allows users to create engaging and personalized content through the use of Predictive Content. This feature is particularly important as it leverages data-driven insights to deliver tailored messages to contacts, enhancing engagement, and ultimately driving conversions. Understanding how to effectively write Predictive Content variants enables you to maximize this feature's potential and better meet your audience's preferences.

How to access this feature

To access the Classic Designer and begin utilizing Predictive Content, follow these steps:

1. Log in to your ActiveCampaign account. 2. Navigate to the **Email** section in the main menu. 3. Select **Create an Email** and choose the option for the Classic Designer. 4. In the email editor, you can start adding your Predictive Content blocks.

Step-by-step instructions

Here is a detailed guide to help you write effective Predictive Content variants:

1. **Open your email**: Begin by selecting an email campaign where you wish to include Predictive Content. 2. **Drag a Predictive Content block**: Within the email editor, locate the Predictive Content block and drag it into your email layout. 3. **Add your text**: Place the majority of your content inside this block. This will enhance our ability to learn about your contacts' preferences. 4. **Include a call-to-action**: Every variant should have at least one link or clickable call-to-action within it to encourage engagement. 5. **Write your variants**: Ensure that each variant has differing lengths and tones to identify which formats resonate best with different segments of your audience. 6. **Personalize where possible**: Use tokens like %FIRSTNAME% to make your content feel more personalized.

Configuration options and settings

When creating Predictive Content, consider these bold configuration options and best practices:

- Predictive Content block: Place as much text as possible in this area for optimal performance. - Call-to-action inclusion: Always include a link or actionable item within your content blocks. - Paragraph length: Maintain a maximum of three sentences per paragraph to enhance readability. - Conversational tone: Write in a friendly, relatable style, utilizing personalization effectively. - Reading level: Aim for content that is understandable at an 8th-grade reading level. - Language support: Currently, this feature supports content written solely in English.

Best practices and tips

Following established best practices ensures that your Predictive Content performs effectively:

- **Experiment with lengths**: Create both short and long variants to gauge which length your audience prefers. - **Mix styles**: Use a variety of approaches — from friendly greetings to detailed informational variants — to keep your content fresh and engaging. - **Test regularly**: Use A/B testing to analyze which variant performs best in terms of engagement and conversion rates. - **Engagement strategies**: Focus on clarity and create direct calls to action, guiding readers on what to do next.

Common use cases with examples

To offer inspiration for crafting Predictive Content, here are some examples tailored to a plant shop's sale campaign:

- **Variant 1: Short and to-the-point**

  Hey, %FIRSTNAME%!
  We're cleaning house for the Fall and are having a sale! Claim the offer below for 50% off your next online or in-store purchase.
 

- **Variant 2: Lengthier**

  Hey, %FIRSTNAME%!
  Thanks again for your last purchase. We hope you're loving your new %ECOMMERCE_LAST_PRODUCT_NAME%! 
  As you know, summer has come and gone, so it's time for us to clean out our current stock to make room for our Fall and Winter plants. 
  Because we love our customers, we are extending our best offer of the year to you. Use the coupon linked below for 50% off your ENTIRE next order! That includes purchases online and at our Dearborn store location. 
  We appreciate your continued support, and we're excited to share our beautiful plant selection with you!
 

- **Variant 3: Sales-forward**

  %FIRSTNAME%,
  We are extending our best offer ever to our best customers. For a limited time, use the coupon linked below for 50% off your ENTIRE next order! 
  This offer is valid on ALL regularly priced Summer plants and is only available until stock runs out. Our stock is limited and won't last long! Make sure to visit our website TODAY for 50% off your entire order.
 

- **Variant 4: Informational**

  %FIRSTNAME%,
  Plant 'Em was founded in 2015 with the mission of bringing quality plants and flowers to customers in the Chicagoland area. We're committed to putting customers first and stocking the best products possible. With that in mind, it's time to clear our shelves in preparation for our Fall shipments. 
  Visit us in-person or online and get 50% off of any Summer stock. Our shop is located at 1 North Dearborn and we'd love to see you there!
 

- **Variant 5: No personalization**

  We miss you! Come back to our store or visit us online and use this 50% off coupon for your whole order of any of our Summer plants.

Troubleshooting

If you encounter any issues with Predictive Content in the Classic Designer:

- Ensure that the content is primarily in English, as this is the only supported language for this feature. - Double-check the links in your Predictive Content — they should lead to functional destinations. - Review the construction of your variants to confirm they follow the recommended guidelines for optimal performance.

FAQ

Here are some frequently asked questions regarding the Classic Designer's Predictive Content variants:

1. **What is Predictive Content?**

  Predictive Content is a feature that personalizes email messages based on the preferences of your contacts.

2. **Can I personalize Predictive Content?**

  Yes, you can personalize your variants using tokens like %FIRSTNAME% to make the content feel more tailored to each recipient.

3. **What is the optimal length for Predictive Content?**

  Variants should differ in length, with some being succinct and others more detailed, to find out what your audience prefers.

4. **Does Predictive Content support languages other than English?**

  Currently, Predictive Content only supports content written in English.

5. **How can I evaluate the effectiveness of my Predictive Content?**

  Utilize A/B testing to compare the performance of different content variants.

6. **Is there a limit to how many variants I can create?**

  There’s no specified limit, but it is advisable to have a manageable number to effectively monitor their performance.

7. **What should I do if my Predictive Content isn’t performing well?**

  Review the content against the guidelines and best practices, experiment with different writing styles, or reassess your calls to action.

By implementing these tips and strategies into your email campaigns, you can effectively utilize the Classic Designer to enhance your engagement through Predictive Content. ```